The first slice of bread is the creative vision for building the product in the first place – what “need” is it going to fulfil? i.e. the specification is highly creative/innovative.

Secondly, to initiate, build and test this vision is the substance (or filling) of the sandwich. It takes technological knowledge, skills, process and discipline.

Finally, one should innovate throughout (be creative) for the final piece of bread. Competition beating functionality, ease of use and an exciting user experience.

Bread and filling – sandwiches cannot succeed without both